2. 职称英语
  3. To understand the marketing concept, it is only necessary to understand the

To understand the marketing concept, it is only necessary to understand the

游客2024-10-19  34
问题     To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated【C1】______on the efficient production of goods, and then relied on "【C2】______salesmanship" to move as much of these goods as possible. Such production and【C3】______focuses on the needs of the seller to produce goods and then【C4】______them into money.
    Marketing,【C5】______, focuses on the wants of consumers. It begins with first analyzing the【C6】______and demands of consumers and the producing goods that will satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that【C7】______trying to sell【C8】______is easiest to produce or buy for resale, the makers and dealers first【C9】______to find out what the consumer wants to buy and then【C10】______making it【C11】______for【C12】______.
    This concept does not imply that business is benevolent or that consumer satisfaction is given【C13】______over profit in a company. There are always【C14】______to every business transaction — the firm and the customer — and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is【C15】______understanding and catering to customers.
    A(n)【C16】______example of the importance of catering to the consumer【C17】______itself in mid-1985, when Coca Cola changed the flavor of its drink. The【C18】______of the new flavor by a【C19】______portion of the public【C20】______a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled! [br] 【C2】
选项 A、persuasive
B、convincing
C、persuadable
D、convincible
答案 A
解析 词汇题。词义辨析题。此句讲相对于营销的销售的特点。销售的特点是将重心放在两个方面，即本句前面部分所讲的“生产效率”和这部分所讲的怎么推销的问题，指出销售必须说服别人信任自己。四个选项都含有说服、相信等相关的含义。其中，persuasive“有说服力的，易使人信服的”，强调以情动人，如：You have to admit that heis a most persuasive speaker．你得承认他很会说服人。此处所选词汇用来修饰sales—manship(推销术)，根据常情，推销产品更多时候是以情动人，劝服消费者购买产品。因此，persuasive为最佳答案。convincing“令人信服的，有说服力的”，一般强调以理服人，如：He can hardly produce any convincing arguments．他几乎不能给出令人信服的论据。persuadable“可以说服的，容易说服的”，如：He believed that his motherwas persuadable．他相信可以说服他的妈妈。如果用persuadable修饰salesmanship，含义为推销术是可被说服的，显然不合题意。convincible“可使信服的，可说服的”，如：He is a convincible person．他是个通情达理的人。如果说convincible salesman-ship，其意为“可使信服的推销术”，可见此选项也不合题意。
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